Transcription
Whoever can spend the most money to acquire a customer wins. So the people who win, especially in today's market, cuz media has gotten so expensive, are the ones who understand that everything you sell initially, the goal of all this is to do what we call break even.
The problem is most people that's their entire business is like they have an ad to a landing page, they sell them something, they upsell, down sell, and then when all said and done, they spent $100 in ads, they made $100 back, they broke even or they lost money, like, "Oh, internet marketing doesn't work." And they kind of walk away from it.
Cuz think about how hard it was back in the day. like like someone would see this ad, they would have to go and like send you mail, like send you cash or check or money order in the mail, hoping that you would then send them something back with no recourse if it didn't show up. And so, they tested all sorts of things to make it easier.
What's up? This is Russell. Welcome back to my vault. Today, I'm going to share with you guys both a book, a course, and I got some ads to show you. It is the Roth Memory Course, which was very famous back in the early 1900s. For this, I spent $1,000 on the actual course. $1,11.32 for the course. And it came in the original packaging, which come on, come on, that's pretty cool. And I got the book for $32.39. I also bought one of the ads promoting the Roth Memory course ad from 1922. And what's cool about this ad, it's very hardcore direct response like this ad would convert today. It says, "More than 200,000 have paid $5 and $7 for this famous work, but now you can get the original complete Roth memory course. Only $1.98. Mail this coupon in right now." and it has whole all the direct response elements. Like it's a beautiful, insanely cool ad I thought was really cool to kind of tie together the ad with the course and the book.
First thing I saw is I saw a bunch of ads for his memory course, right? And then I was like, well, I want to know what he's teaching then, right? I know a lot of my friends are people who teach memory stuff nowadays. I'm like, is he teaching the same things they were teaching 1920s? Is it different? What's it look like? Uh, so for me, it began like that, right? So I found a bunch of the ads. And so I on eBay, I'll search like for different, you know, Roth ads and I'll see what on phones pop up and I'll buy all the different ads that are online. It's crazy cuz there's people literally who just cut up old magazines and sell the ads. I know that seems weird, but apparently people like me buy the old ads. I thought it would be the only one, but it must not be because there's a lot of people who literally just sell cutouts of ads from back in the day. So, I started searching for all the Roth ads I could find. Again, this was my favorite one that I was able to get an original from. And then from there, I started looking like what was he selling? Uh, this one was a memory course, which was exciting because a lot of times you can find the books, but sometimes courses were really rare back then. People weren't doing courses in the 1920s, right? And so to find like this course which is in like almost perfect condition like the box is all beat up but this is in like just flawless perfect condition right and then after the course then they went and wrote the book based on the same the same principle.
So for me it's like I want to find all the pieces in the funnel right if I was to build a funnel off of Ross business right like here's my fronted ad I'll be running on Facebook and Instagram right you would go to to the the squeeze page which is the little coupon code right here on the page. From there, they would request a free uh a copy of the course for 298. And then from there, I'd upsell them the book with live coaching calls or whatever whatever it might look like back in the day. But I just like trying to see like how would I reverse engineer this funnel if I was building it today based on the assets and the courses and the products and the things that they were actually selling and publishing back in 1922.
All right, let me walk you guys through just the way my brain works when I'm creating an offer, right? And the same thing I'm trying to reverse engineer from these old ads. The media from back here 1920s is the same today with just is structured differently, right? Back in the day, people focused on radio. Today it's podcast. Back then it was TV. Now it's YouTube videos, right? But all these things are the same. And so when I see direct mail, when I see magazines, call them space ads and magazines, you see like the model is very similar to what we're doing today. Okay? So again, if you look at this, I'll kind of map out what this funnel would look like and I'll show you how I would replicate that in today's world, right? So this is the ads. This first part of the thing is the is the hook, right? It's inside of a magazine, but it's the hook. So the equivalent of the magazine today might be Facebook or Instagram or something, right? And so you got the feed over here and you have all this stuff in Facebook that all of a sudden there's these posts and then all a sudden you have the ad right here that's boom got Ross's head in there and it's like here's the big hook and headline click here for more information, right? And so back here what you would do to get more information is you would send in this uh this coupon.
They test a lot of ways to get more people to actually like send in for the coupon, right? Cuz think about how hard it was back in the day. Like someone would see this ad, they would have to go and like send you mail like send you cash or check or money order in the mail hoping that you would then send them something back with no recourse if it didn't show up. And so they tested all sorts of things to make it easier. What they end up doing, you can notice here, is they have the little clip out coupon. It always says, "Cut out the coupon." By having an engagement device for someone that actually do something, it dramatically increased conversions. Okay? That's how they made magazines work back. Same thing with direct mail pieces. If you look at the old school direct mail pieces, typically they would come with a sales letter, but they would have a coupon that you would have to literally cut it out and mail it back in with your check or your money order. And by having that engagement device where someone was doing something, it increase the conversion of people actually doing the step. Like, it's just fascinating the psychology behind that, right? As digital marketers, our job is to create what's called consistency. the uh commitment and consistency. I'm trying to get people to to commit to something and to be consistent. When you get somebody into a funnel, what you're trying to do is like getting them to make a commitment and then another commitment and another commitment. Each commitment gets a little bit bigger, a little bit bigger, a little bit bigger until you ask for the big commitment, which is like a sale or then the upsell, then the the next thing, right? But all starts beginning with a very small commitment. So in this one, small commitment is cut this out and mail it back with $1.98 to get this this course in the mail, right? For us, the equivalent that would be like, okay, you see the ad, click here, give me your email address, and I'm going to send you a free report, right?
So it comes over here and you end up on a landing page, right? And maybe it's got the rest of this, right? It's got the picture of Roth here. It's got the rest of the copy talking about it's like, "Hey, put your name, email, address, and I'm going to send you a copy of the report." So what would happen back in the day, I don't know exactly how Roth structured it, but someone would request the free kit or for the discount low ticket product. They would send this out there along with the sales letter, right? So what we do is we replicate that today where someone puts a name, email address in, and then you give them a report, a free video or free report. And typically the free video or the free report is literally the sales mechanism to sell the next thing. Right? A lot of times on my landing pages I'll give a free video, hey free video, free webinar, free report and all that is they go to the next page and then at the top of the page there is a play button where they watch a video. That's the free video they requested. In that video I tell them whatever I told them I was going to do on the landing page and then from there I upsell them on you I sell them the next product. That's kind of how the structure works. Like it's literally the exact same thing people were doing through magazines and direct mail back in the day. We're just kind of replicating it on the online version. So we go digital ad to a landing page. They request more information. We take them to that page where they get the video, they get the the report, whatever it is. At the end of that, we sell them the next thing, right? And then from there, obviously, we'd have upsells and downells and things like that. The first part of the funnel, right? The first step.
But then what happens is, and this comes back to my mentor Dan Kennedy, he always says, uh, whoever can spend the most money to acquire customer wins. So, the people who win, especially in today's market because media has gotten so expensive, are the ones who understand that everything you sell initially, the goal of all this is to do what we call break even. The problem is most people that's their entire business is like they have an ad to a landing page. They sell them something they had upsell down and then and then when all said and done they spent $100 in ads they made $100 back and they lost they broke even or they lost money like oh internet marketing doesn't work and they kind of walk away from it. Think about how much hard it was for these guys back in the day. Like they had to pay for the the the ad in the magazine. They had to show up. They had to wait, you know, 6 weeks, 2 months, 3 months for somebody to get it. It sit on their counter. They'd be flipping through the magazine, you know, 6 weeks later finally see it, cut it out. Think about how long the delay was for these guys to wait to get stuff back. We don't have that. we can get response a lot faster, right? From the ad, boom, to landing page to sales page to upsell. But the problem is that media is so much more expensive now. I mean, media is just expensive nowadays, right? So, you figure you break even and then the next thing, this is where you start making money. So, if I was Roth, what I would do is I would sell this course. It would come with a sales letter and the sales letter would basically be the thing selling whatever is next. Like, what's the next thing, okay? Because that's where you're going to actually make your money is on the next thing, right? Again, whoever can spend the most money to acquire customer wins. The funnel number two in your process is where most of the money comes. In my business the same way I sell my books, right? And I don't actually make any money on my books. But people read my books, right? They go through this first process. Our job is to break even. Like for example, right now it cost me $30 to $40 on Facebook ads to sell one copy of the do secrets book where I sell for free. They cover shipping handling, right? So you make so you're spending $40. You only make $10 back. But with that, you got to print the book and ship it. So you make like literally spending $40 and you're losing all that money. Like how is this a real business, right? Well, the reason is because after someone reads the book, then on the back side on funnel number two, I sell them access to my software, Click Funnels. Okay, they get in Click Funnels, they start pay $97 a month, have access to build funnels. Then from there, we upsell people into our coaching programs and we move them from funnel, you know, one funnel to the next to the next. We keep taking that relationship and growing it over time. And that's the exact same way that Roth that all the early marketers would have to do as well cuz they got to spend money on the ads. As I'm buying these old marketers, it's so fun and so fascinating for me to see it cuz they had to do it in such a harder like took longer, it was more expensive, it was harder. And we can take those same principles and replicate them and get things done in hours that would take them months to do. And that's the power of digital marketing and and sales funnels today.
All right. If you guys would like to see a copy of the Ross ad, printed it in the show notes. All you got to do click link down below, go to the description, and you'll have a copy of this. If I find any other Roth ads, I will put them in the uh the file as well. But this is again one of my favorite ones. That way you can see an example of what really good copywriting, really good advertising looks like, and you guys could model something similar for whatever product or service that you are going to sell. Other than that, I hope you guys enjoyed this video. I hope you learned a lot and uh we'll see you guys on the next.